There’s a beauty revolution underway, and it’s young girls who are leading the charge. Tweens as young as 12 know their AHAs from their BHAs, retinoids from retinol, and peptides from collagen. Called the ‘Sephora kids’ — after the beauty behemoth — these children have got everyone, from parents to dermatologists, weighing in.
Sephora kids is the name given to 7 to 13-year-olds who are filming absurd get ready with me (GRWM) reels on Instagram; the absurdity coming from their needless obsession with skincare. They rub their young, virginal skin with retinol and anti-ageing serums in pursuit of unrealistic beauty standards. More and more children across the world are visiting luxury beauty stores and splurging on excessive and unnecessary skincare products.
I remember rummaging through my mother’s makeup kit only to find Vaseline, which was used as a primer, a chapstick for lipstick, and a kajal for the oomph. I conducted experiments on my face with the basic makeup found in my mother’s pouch. And when I couldn’t quite get the right look with those products, I finally entered the vast world of Sephora, NewU, and Nykaa. It was a rite of passage. By then I was 17.
Today, children bypass these stages—their first foray into the skincare realm is not through their mother’s purse but via Instagram feeds and reels. They skip the entire process of imagining and getting excited, for all they see on their feeds are typologies of ‘no-makeup makeup’.
But this introduction to the fascinating world of makeup is flawed. An unrealistic pursuit of perfect, poreless skin promised to adults through ad campaigns. It’s wrong to see children fall victim to these trends. Where does it all end? Retinol at 15, botox at 20?
How the trends change
Cosmetic brands know that their new audience is aspirational tweens. The cult brand Drunk—its Lala Retro Whipped Cream retails at Rs 7,920 on Style Dotty–even addresses younger customers in its FAQ section online.
“Can Drunk Elephant be used by children?” A response reads: “Yes, however not every product in our line should be used by younger fans, 12 and under…”
In 2016, everyone wanted the new Kylie Lip Kit, NARS highlighters, or the Anastasia Beverly Hills palette. We all wanted to look like our beauty gurus with lots of highlight, filled-in brows, and overlined lips. But today, the trends have changed, with Hailey Bieber’s peachy and dewy looks; ‘clean girl makeup’ has become the next big thing. It prioritises healthy, poreless, clear skin, with effortless makeup. Thus, the focus has shifted to skincare, as you’re not using full-coverage concealers anymore. And children got hooked on the promise of fresh-faced beauty in colourful bottles and jars.
Most of the GRWMs on Instagram are made by 7-year-olds who are skincare aficionados. An array of products in bright hues of pink, blue, green are laid out in front of them. These are carefully curated products promoted through the promise of having the best skin.
Moreover, products from brands like Glow Recipe, Sol de Janeiro, and Drunk Elephant are packed in the prettiest forms. It’s not just the bright colours — it’s also the promise of an effervescent glow and clout. For who wouldn’t want to be the coolest kid at school with the newest, most fascinating gizmo?
Dermatologists have expressed concerns regarding retinol, exfoliating acids, and chemicals becoming an inherent part of the skincare routines of 7-year-olds. They say such products, formulated for adult skin, can be harmful to children’s skin.
The influence of influencers
Social media allows such trends to become universal phenomena. It’s an accessible space where preteens hang out. It’s free, always available thanks to ubiquitous internet facilities, and also a reckless place. And influencers are a dime a dozen. They dictate what’s in and what’s out.
And to a young 7-year-old trying to build a sense of self, influencer gimmicks can do much damage. Can parents be blamed? Can consumerism? After all, it’s just a game of staying relevant.
Views are personal.
(Edited by Humra Laeeq)